Running head: BUSINESS-LEVEL AND CORPORATE-LEVEL STRATEGIES 1

Assignment 3: Business-Level and Corporate-Level Strategies

Valentina Zuleta

Professor: Daniel

BUS-499

Strayer University

August 9, 2015
BUSINESS-LEVEL AND CORPORATE-LEVEL STRATEGIES 2

Introduction

The modern day business world is highly competitive, and companies have to increase their

effectiveness, efficiency and reach in order to survive. Not only do the companies have to protect

their market share from local and regional competitors, they also have to fend off the advances of

multinationals with lots of resources at their disposal. The client base is also well informed and

market share may be influenced not only marketing and advertising campaigns but also by the

clients’ decisions and collective action as a whole. Some companies such as Starbucks have

managed to thrive in this highly competitive environment as a result of caregfully crafted and

executed business, corportate and competitive strategies. Brizek (2014) equates strategy with the

direction and scope that a company assumes over a lengthy period of time in order to attain its goals

and fulfill its mandate to its stakeholders . This paper analyses the methods in which starbucks has

implemented various strategies within its operations in order tpe emerge as “the premier roaster,

marketer and retailer of specialty coffee in the world” (Starbucks corporation, 2016 p 6)

Background of Starbucks Corporation

The first Starbucks store was opened in Pike place market, seattle in 1971 (Brizek, M2014). In

1982, Howard Shultz joined the organization and Starbucks Corporation was formed in 1985. From

its inception, Starbucks was characterized by massive store expansions as a result of its great

market demand.

REFERENCES

Leshner, H., Camacho, C., & Damassa, S. (2007). Strategic report for Starbucks Corporation. New

York, Ny: Harkness consulting.

BUSINESS-LEVEL AND CORPORATE-LEVEL STRATEGIES 3

Uddin, M. B. & Akhter, B. (2011). Strategic alliance and competitiveness: Theoretical framework.

International Refereed Research Journal 2 (1). 44 -54.

Gambardella, P. (2009). Application of strategy dynamics: Starbucks corporation. Silver springs,

MD: Worchester polytechnic institute.

Starbucks Corporation (2016). Fiscal 2016 annual report. Seattle, WA : Author.

Brizek, M. (2014). Coffee wars: the big three: starbucks, Mcdonald’s and Dunkin’ donuts. Journal

of case research in business and economics 5,(1), 1-11.

Falamarzi, S., Alfadhel, A., & Shaju, G. (2016). A comparative analysis of strategies and business

models of starbucks corporation and dunkin donuts company. International journal of

management and social sciences research. 5(5),48-57.